As we are standing on the threshold of the new year 2021, we are well aware of artificial intelligence taking an important place in our lives. From the daily use of Google maps to asking Alexa to switch off the lights as we lay on the beds ready to go to sleep at night, we are using AI for accomplishing most of our daily tasks. AI is playing an important role in our lives in more than one way beyond our imagination.
Artificial Intelligence has undoubtedly transformed the way people imagine things and their working styles. Every industry right from finance to healthcare and mobile apps is influenced by AI technology.
From the topic of the post, you must be aware that we are comparing revolutionary AI to A/B testing. To understand the comparison better, let us first discuss what A/B testing is.
A/B testing or is better known as split testing has been the conventional way to optimize marketing campaigns. It includes showing two variants of the same web page to different types of website visitors to compare which variant drives more conversions.
What is a Conversion?
Conversion involves producing a greater value of the metric you are measuring the performance against. For example, let’s take the measurement is about how much time is spent on the website. So, the comparison is between Variant A and Variant B. It is measured which of the two variants leads to visitors spending more time on the website. Based on those results, the variant is then chosen for the website.
How is A/B Testing Helpful?
The eCommerce businesses struggle with a high cart abandonment rate. There are also a few B2B businesses that are unhappy with the unqualified leads, and the media houses are dealing with low engagement. These core conversion metrics are influenced by some basic issues like leakages in the conversion funnel, drop-offs on the payment page, and other such problems.
A/B testing helps to deal with all these problems by solving the customer pain points, increasing the ROIs, and decreasing the bounce rates.
AI provides an excellent alternative to A/B testing as it allows the websites, advertisements and other online assets to self-optimize in real-time. The software managed by artificial intelligence analyzes the actions of every visitor as several variations of the website are regularly offered to each of the visitors.
So, with AI optimization, instead of serving just A and B versions of your website to the visitors, you can actually offer more variations and even different combinations, like having a different header image with another headline.
Analysing data in the above combination can produce more reliable results. The task to carry out such combinations can be too complex for a human but with the machine learning algorithms, it is possible to continuously collect the data and produce the best possible variation for each user in real-time.
Apart from that, instead of holding every visitor to be equal as in A/B testing, AI can also consider different factors like demographics, customer status, past choices, and much more. After analyzing all these factors AI dynamically presents distinct versions of your website to diverse groups of users. The potential of AI allows you to customize and optimize the web properties from numerous possible modifications to display the single version that offers the best chance of conversion for each individual visitor.
Why is AI Better Than A/B testing?
Although A/B testing works, it is not completely efficient. A significant amount of time and resources are required to carry out various tests before getting any great results.
As we have already discussed, one can only get two variants in A/B testing. But when it comes to AI, one can test all the hypotheses simultaneously than in a linear order. The idea is having continuous evolution and AI happens to constantly optimize by discarding approaches that didn’t work. According to the traffic that comes to the site, AI software learns different ideas that help to convert better and docks up ideas that fail.
If your business consists of comparing several different images or headlines and find if all your users will react to them in the same way, then split testing can be of help. However, if you wish to deal with infinite variables, AI enables you to experiment with several options. You can also be sure of the fact that all the users will be more or less inclined towards conversion.
Humans can be so focused on working out with different colors and images that making the headline text bigger by a few pixels never crosses one’s mind. AI can make those decisions too.
When it comes to AI, discovering one headline is optimal for converting male or female mac or window users between a particular age group is a piece of cake as it involves machine learning algorithms. It’s just not likely to accomplish this level of granularity with just A/B testing.
AI Empowers you to Optimize the Entire Funnel
A/B testing enables you to only alter one variable at a time. One can concentrate on optimizing one page or one asset at a time. But a conventional sales funnel may require work on several landing pages, emails, advertisements, and other assets. This becomes a huge challenge and at the same time is very time-consuming. There are a number of resources involved to ensure that every part of the funnel is optimized as per what one wants.
AI allows you to comprehend each specific user on their personal individual route through the funnel, testing and optimizing as one goes. This enhances the effect of optimization applications. In turn, it results in a greater conversion rate and a better-performing funnel.
How AI will Change the Future?
In the coming future, AI is expected to considerably change both marketing strategies and customer behaviours. AI seems to have a considerable impact on business models, sales processes, and customer service options along with consumer behaviours. These expected changes can be seen in the transportation industry, for example, AI-enabled cars and driverless vehicles will be in demand. These will make the commutes more comfortable and safer, reducing the commute times.
AI will transform sales methods in various industries. The sales professionals relying on telephone calls will be assisted by AI agents. These agents will monitor the telephone conversations in real-time. These include the usage of advanced voice analysis- judging the customer’s tone and providing real-time feedback to manage the sales professional’s next approach. Thus, augmenting their capabilities. The organizations can use Artificial Intelligence chatbots to make the initial contact with the sales prospects.
The next impact of AI can be expected on the business models which are used the online retailers. These generally require customers to place orders first and then the retailer ships the products. AI can help these retailers to predict what the customers are interested to buy in the future. With these preferences, the online retailers will be able to shift to another model of business which includes first shipping and then shopping instead of vice versa.
In a nutshell
After comparing A/B testing with Artificial intelligence, it is not an exaggeration to say that adopting AI over A/B testing is the best choice for any organization. We are one of the top app development companies that can help you to integrate AI into your software. Connect with us to discuss in detail and give new wings to your business with the power of AI.
Ankit Patel is a Marketing/Project Manager at XongoLab Technologies LLP and PeppyOcean which offers top-notch mobile apps development services globally. As a hobby, he loves to write about new & upcoming technology, business, and marketing. His write-ups have been published on popular platforms like TechTarget, SmallBizDaily, JaxEnter, Social-Hire, TorqueMag, and more.